The establishment and protection of a good brand name doesn't come cheap, but the equity value of a good brand name can be worth many times more than the annual earnings of the business itself.
Developing and building any new brand is time consuming and very expensive. Your competitors will be only too happy to ride on your success if you allow them.
To prevent this, you must protect your brands, slogans and logos from the very moment that you decide to use them. That means doing so even before you introduce your brands to the world. This protection is vital.